Top 10 questions in competitor research for marketing teams

Marketing is a common focus of most competitive intelligence projects. What is the competitor’s messaging? How effective is it? The same key questions come up in frequently in many competitor analysis projects. Across the hundreds of research projects that we have conducted, these are the top ten questions about competitors’ marketing activities that our customers want answered.

1. Who are the competitor’s customers?

2. What do customers like and dislike about the product?

3. What is the competitor’s messaging?

4. What are the competitor’s product features?

5. What does the competitor say about [our customer]?

6. What are the competitor’s lead generation methods, and how effective are they?

7. How does the competitor demonstrate ROI?

8. How does messaging vary by industry?

9. How does the competitor customize its messaging for enterprise vs small business?

10. How many employees work in marketing, and how many have been hired recently?

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